Head of Content Strategy

Job Description

At abrdn, our purpose is to enable our clients to be better investors.

Clients worldwide trust us to find future-fit investment opportunities to deliver the outcomes they want. Our technology and insight help empower them to make better decisions, while the powerful partnerships we build help to enhance the expertise that we offer. And by enabling clients to invest responsibly, it helps us to build a better world.

We have an excellent opportunity for a Head of Content Strategy to join our Brand, Marketing Management, Corporate Affairs & Investor Relations (BMCA&IR) Team. This is a Permanent role and can be based in London or Edinburgh, reporting to the External Communications Director.

About the Department

The Head of Content Strategy will lead the development and execution of our content strategies across our various channels. As part of the Corporate Affairs team, the Head of Content Strategy will be responsible for working across the Group to source, commission and create engaging and informative content that supports the company's strategy and business objectives, elevates our brand, and effectively communicates our unique value proposition to our target audiences. The role is particularly focused on telling the story of the abrdn group as a whole, building an approach to content that will enhance our online presence in key areas and improve our corporate reputation among a broad stakeholder group.

About the Role- Develop and implement a comprehensive content strategy that aligns with abrdn's strategy, business objectives, brand guidelines, and target audiences.- Collaborate with key people across the company to identify content needs, gaps, and opportunities to enhance the brand's visibility and thought leadership in the investment management and platform industry.-
- Manage the editorial process, as well as content creators, editors, and designers, providing guidance, feedback, and support to ensure the production of high-quality content that resonates with our target audiences.- Work closely with the media, campaigns and digital marketing teams to develop and execute integrated campaigns that drive engagement, reputation and brand awareness.- Develop a sector-leading approach to corporate social media that aligns closely with the overall approach to content, and enhances the reputation of the group and its senior leadership- Oversee relationships with the external agencies who support abrdn in its digital communications, ensuring it’s fully aligned to the work of the content team- Analyse content performance metrics and make data-driven recommendations for optimizing content strategy and improving the effectiveness of content initiatives.-
- Degree in Marketing, Communications, Journalism, or a related field or equivilent experience.- Extensive experience in content creation/strategy/marketing, or a similar role, preferably within, or relating to, the financial services industry.- Proven track record of developing and implementing successful content strategies that drive engagement, brand awareness, and business growth.- Exceptional communication and storytelling skills, with the ability to create compelling content that resonates with diverse audiences.- Strong project management skills, with the ability to prioritize and manage multiple projects simultaneously, meet deadlines, and adapt to changing priorities.- Excellent leadership and team management abilities, with experience in mentoring and developing content teams.- Proficiency in content management systems, SEO best practices, and analytics tools to measure and optimize content performance.

Our benefits

There's more to working life than coming home with a good salary. We have an environment where you can learn, get involved and be supported.

When you join us, your reward will be one of the best around. This includes 40 days’ annual leave, a 16% employer pension contribution, a discretionary performance based bonus (where applicable), private healthcare and a range of flexible benefits - including gym discounts, season ticket loans and access to an employee discount portal. You can read more about our benefits

here.

Our business

Enabling our clients to be better investors drives everything we do. Our business is structured around three distinct areas - our vectors of growth - focused on our clients’ changing needs. You can find out more about what we do

here


An inclusive way of working

Whatever way you like to work, if you have the talent and commitment to join our team, we’d like to hear from you.

At abrdn we’ve adopted a ‘blended working’ approach. This approach combines the benefits of face-to-face collaboration, coaching and connecting in our offices with the flexibility of working from home. It enables colleagues to find a balance that works for their roles, their teams, our clients and our business.
- An inclusive culture

We’re committed to providing an inclusive workplace where all forms